Here's the marketing text from a package of Diet Coke:
Research shows that all beverages contribute to proper hydration. That means whether it's your first can of the day or your afternoon pick-me-up, Diet Coke helps you stay hydrated all day long.
Talk about chutzpah! It's one thing for Coke to push Diet Coke as a drug distribution method, for "an afternoon pick me up." But to claim it's good for hydration, please.
And look how weak the claim is - "Research shows that all beverages contribute to proper hydration. " I see, so anything wet is good for hydration. I would imagine that Drinking Diet coke is only slightly more hydrating than drinking, say, motor oil. But whatever - it at least contributes to hydration.
My guess is that Diet Coke is making a statement against all those water snobs who claim that water is so pure and good for you. They are giving their drinkers just enough of an excuse to have them feel guilt free about ingesting this chemical concoction, instead of water. My guess is that sadly, it works.
Pardon me, I'm going to go have a hot fudge sundae for the calcium in the cream. It all contributes, you know.
--Ben
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